A: We were motivated by our members' needs. When the national media began running the stories about a spiraling housing market, our members asked for help. We knew from the local MLS (Multiple Listing Service) numbers that Oklahoma was not facing a down market but it seemed to be a well-kept secret. We wanted to know how Oklahomans felt about the market, to see if we needed to respond. As it turned out, one in two people asked thought housing was down in Oklahoma at the same time that housing values were at an all time high!
Q: Wereyou surprised at the findings or did they confirm what Realtors had been hearing in their markets?A: Actually, we were surprised by the findings. We anticipated that there would be some people listening to the national media but we didn't realize how much influence it would carry in Oklahoma. I think the most surprising thing we learned was the variations in beliefs from one market to another. In 19 of 21 markets in our state, the housing values increased in 2007 over 2006, yet there was not a single market where more than 60 percent of the people asked thought the market was good.
Q: Now that you have some numbers — now what?A: What the numbers provide us is a base of measurement. The numbers have given us a pre-campaign scorecard in a way. It enabled us to see how different the perception of the market is from the reality. In response to that disconnect, we started the "Good Thing You're in Oklahoma” campaign to spread the good news about the Oklahoma housing market and that it's going well. This summer, we will have a follow-up survey done. I feel positive that the public's perceptions will be more in line with the reality of the market at that time.
Q: Update us on the "Good Thing You're in Oklahoma” campaign. What all does the campaign involve?A: On a state level, we have been running television ads in most of the state and newspaper ads in many of the smaller markets. But that was just the beginning. What's amazing about this campaign is the way it has taken off on the local level. Our local Realtor boards have joined in to spread the word in their communities. Well over half the local boards are spending their own money to place ads in their local newspapers, buy billboard space and even run radio commercials all promoting the "Good Thing” facts. There are individual Realtors who have spent their personal advertising dollars promoting the campaign because they believe it's good for their community.
Q: What do you think it will take to get consumer attitudes to better match the reality of housing in Oklahoma?A: I believe we are well on our way to a change in consumer attitudes. We are seeing builders and government officials and people in the news media all joining in to tell the public that Oklahoma is doing great. If our members and those in the housing industry will talk to their clients, to their friends and even to their colleagues about the facts, there will be a shift in the consumer attitudes. When you look around the country, how can you help but say it's a "Good Thing You're in Oklahoma”?
Real Estate Editor Richard Mize
